1. Gather all of the facts Understand the scope of the reporter’s article or news story.

    What is the story, who has the reporter talked to; How did the reporter become aware of the issue. Don’t be afraid to ask reporters questions about the topic and find out exactly what they are looking for from you. Know who you are talking to?  What has this reporter covered? 

    Learn as much as you can about a publication/network and reporter by reading his or her recent articles. This will help you understand the tone that the reporter has taken on a particular topic so that you can advise your spokesperson of any contentious questions or issues that may arise.

  2. Develop a Q-and-A / Practice

    Anticipate questions and responses to questions that you think the reporter would ask.  With another team member, go over potential questions either the day before or on the day of the scheduled interview.  Provide the reporter with your own background, but make it brief.
  3. Establish rapport with the reporter
  4. Dealing with Angry People Don't appear to be defensive, don’t dismiss anyone – address them directly, remain confident and self-assured, stick to your messaging and reinforce your facts, just increase your passion.
    See it as an opportunity to speak about your strengths (using bridging) 
    Example: ”While I cannot comment on their strategy or products, I can say that ours offers the most comprehensive solution to enterprises on the market today “


VIDEO: Give them something, stick to your messages, but don’t look like this person in repeating your message https://www.youtube.com/watch?t=7&v=szouGSAGanU